Article source: China Business News on 2024-05-05 01:00:57 – The news is taken from major news media. The news content does not represent the position of this website!
Recently, Guizhou Kebe Liquor Co., Ltd. (hereinafter referred to as “Guizhou Kebe Liquor”) launched a liquor product called “Kebe Sauce Wine”, which quickly attracted widespread attention and heated discussions from all walks of life.
This wine is themed after basketball superstar Kobe Bryant (hereinafter referred to as “Kobe”). The bottle design is unique and combines the elements of basketball and liquor to pay tribute to this legend. However, with the launch of the product, a series of issues regarding business ethics, intellectual property rights, and public sentiment have also surfaced.
In a video posted on the company’s social media account on April 28, Yu Yongyang, the legal representative of Guizhou Kobe Liquor, claimed to be an old fan with more than 30 years of experience and a senior “Komi”.
Regarding issues related to products, prices and other issues, a reporter from China Business News sent a private message to Guizhou Kobe Liquor Industry through social media, but did not receive a response. Industry experts told reporters that judging from the current public information, this is more like a fan’s personal behavior and is not representative. But behind this is the “rubbing” chaos in the liquor industry.
Kobe Bryant “touches porcelain”
“Have you ever seen the street scene in Los Angeles at 4 o’clock in the morning? Someone must win, why can’t that person be me?” This was the response of the late American basketball player Kobe Bryant when he was interviewed by the media during his lifetime. A few days ago, it appeared in the social media account profile of Guizhou Kobe Winery.
Tianyancha data shows that Guizhou Kobe Liquor was established in August 2023 with a registered capital of 10 million yuan. The legal representative, executive director and general manager is Yu Yongyang. Its business scope includes alcohol business, food Internet sales, and personal Internet. Live streaming services, marketing planning, etc.
Not only does the company name and account profile contain Kobe elements, but in the previously released video, the bottle design of its product Kobe Sauce Wine is also similar to the shape of Kobe’s jersey, and the LOGO on the bottle is also very similar to the LOGO of Kobe’s personal brand. In terms of product naming, the two products of Guizhou Kobe Winery are named “Ke 8” and “Ke 24” respectively. Both numbers are Kobe’s former jersey numbers.
According to other intellectual property information, the company has applied to register 5 “KEBI”, “Comanbiba”, “Mancobabi” and graphic trademarks, all of which are classified internationally as alcoholic beverages. However, except for the “KEBI” and graphic trademarks whose status is in the preliminary review announcement, the other trademark applications are in the process of rejection and review.
The reporter noted that Kobe is one of the greatest players in the history of the National Basketball League. His spirit and influence transcend the field of basketball and become a global cultural phenomenon. However, Kobe’s death also made countless fans feel sad, and his image and memory have become an untouchable holy place in people’s hearts. Against this background, it is undoubtedly a bold attempt for Guizhou Kobe Liquor Industry to launch liquor products with the theme of Kobe.
However, this has also aroused widespread doubts. The reporter noticed that the outside world’s doubts about Kobe’s sauce mainly focus on two aspects: First, some people think that this behavior is disrespectful to Kobe. They believe that Kobe is a great basketball player and his spirit and influence should be treated with more dignity and seriousness instead of being used as a gimmick for commercial hype.
Secondly, some people have expressed concerns about whether Guizhou Kobe Liquor has obtained authorization from Kobe’s heirs or related institutions. They believe that although Kobe Bryant has passed away, his right to name and image should still be protected, and any business activities should be legally authorized.
Faced with these doubts and controversies, Guizhou Kobe Winery may need to think more deeply about the rationality and legality of its business practices. Finding a balance between business innovation and respect for others is key to the company’s future growth. At the same time, relevant departments should also strengthen the supervision of such behaviors to ensure that business activities are conducted under the premise of legal compliance.
Amid such controversy, the relevant departments have not yet made clear whether Guizhou Kobe Liquor’s move violates regulations. The reporter contacted Guiyang Guanshanhu District Market Supervision and Administration Bureau, and relevant staff said that they were still under investigation and verification.
The chaos of “hard rubbing” needs to be regulated urgently
In fact, even if Guizhou Kobe Liquor Industry is finally “green lighted” from the regulatory level, the brand image based on the personal IP of the star is not strong.
Liquor marketing expert Cai Xuefei believes that judging from the current disclosure, Kobe Sauce Liquor is still a very private behavior and it is difficult to rise to the level of corporate management and brand management. No specific business activities have been carried out yet, only related enterprises have been registered. But if you carry out business activities, it is actually very risky.
“First of all, real Kobe fans will not pay for this wine. Fans will think that this brand is consuming their idol; secondly, non-sports or non-Kobe fans will not pay for this brand. So the gene of this company is It is a situation that is not flattering to both sides. At this stage, it is nothing more than the suspicion of “colliding with porcelain” that has gained some traffic exposure. If it is really operated, it may trigger the purchase of some curious consumers, but it is difficult to support an enterprise. development.” Cai Xuefei said.
Some people in the industry believe that Kobe Sauce Liquor is a kind of “hard-touch” hot spot behavior, and it is also one of the chaos that has always existed in the liquor industry.
This is not the first case of “tampering with celebrities”. Previous media reports stated that on a short video platform, someone was selling a wine called “Ji Lao’s disciple”, which made people mistakenly think that it was a disciple of the wine industry leader Ji Keliang. The product. And the outer packaging is a white porcelain bottle, a red wine cap, and a red ribbon, which is very similar to Feitian Moutai. But it was eventually denied by Ji Keliang.
In addition, when hot events or topics appear in society, some liquor brands or industry figures will respond quickly and try to associate themselves with these hot topics to increase brand exposure. However, this kind of marketing method often lacks depth and innovation, and it is difficult to truly win the recognition and love of consumers by simply “taking advantage of” the popularity. For example, in 2020, the “drinking to prevent epidemic theory” and “drinking Maotai-flavored wine to prevent epidemic theory” appeared, which caused great controversy.
There are many well-known brands that have overturned the effect of “rubbing”. This year’s CCTV “3.15” party exposed an in-store advertisement of Tinghua Hotel Experience, suggesting that its products have the effects of improving immunity and improving sleep. In the end, Tinghuajiu was fined 1.8 million yuan.
In addition, there is also the chaos of “hard-selling” vintage wines. “On the issue of vintage wine, the industry has never had unified standards and identification methods. Large wine companies tend to be conservative on this issue to avoid unnecessary disputes, while some small wine companies say that large wineries dare not touch it. The opportunity to promote it has made vintage wine an unclear marketing bureau in the industry,” Cai Xuefei said.
The reporter noticed that the numbers marked by many brands do not actually refer to the storage time of the wine. For example, Moutai 30 years means that it is blended with base liquor that is no less than 15 years old and is blended according to the standard of 30-year-old Kweichow Moutai. Some small and medium-sized wine companies put forward more concepts, which can easily cause misunderstandings among consumers. As for the marketing of vintages, the new “Advertising Law” clearly stipulates the prohibition of “data without evidence”, which makes some wine companies have concerns about the use of “wine of X year”.
The reporter noticed that in 2021, the State Administration for Market Regulation solicited opinions on the “Liquor Production License Review Rules”, which pointed out that companies that produce vintage wine should establish quality and safety standards for vintage wine. At the same time, vintage wine labels should truthfully indicate the ingredients used. Various base wines.
Wine industry analyst Ouyang Qianli told reporters: “There has been chaos in vintage wine for a long time. 5-year-old, 10-year-old and even 30-year-old wine can be seen everywhere in the channel, and the prices are also different. Consumers think that 5-year-old wine means that it has been stored for more than 5 years. The wine is actually made by blending a little or even a few drops of vintage base wine.”
In Cai Xuefei’s view, food safety issues are people’s livelihood issues and have always been the bottom line of regulatory authorities. “Although there are various chaos, market regulatory authorities have always strictly monitored them.” Compared with safety, its brewing, vintage, and old wine etc. belong to corporate standards, which must first rely on corporate consciousness, but once it enters the market for publicity and promotion, advertising and other relevant regulatory authorities will need to take further measures to strengthen supervision.
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2024-05-05 08:01:45
#Kobes #Jiangsu #Liquor #stirred #controversy #revealing #rubbing #chaos #liquor #industry #Literature #City
